Wedora
Research Insights
Double Diamond Framework 02.
Ideation Prototype User Testing Next Steps
Problem Statement Wedding photographers are feeling hopeless about the downturn in the industry and are looking for new ways to grow their business but face a lack of engagement.
03.
Objective 1
Understand who the power users are that are most likely to be engaged and contribute works / portfolio to the platform.
Research Survey respondents - 15 Competitor analysis - 8 One-on-one interviews - 14 Desktop research 04.
Survey Results What platform do you use for Marketing
Who do you work with?
Assistant
Alone
Website Editor Word of mouth Wedding Planner
Pintrest
Wedding Venue
Flicker 0
1
2
3
4
0
1
How do you display your wedding photography? Instagram Facebook Website Word of mouth Pintrest Flicker 0
1
2
3
4
2
3
Competitor Analysis
06.
One on one Interviews
14 Conducted
Being personable and connecting with the wedding couple is very important.
07.
This industry is all about referral and word of mouth.
What Photographers are saying
08.
"Love the communication and seeing people happy."
"Weddings are personal and the couple needs to like you."
"No one in corporate ever hugs you and says great job."
"I try to create content that’s short, fast and engaging but also really high quality."
Desktop Research 09.
Some insights uncovered Five years (2015-2019): Numbers of marriages were lower by 62.2%. Marriages decreased the most in April (71.4%), followed by May (57.6%) and June (51.8%) When comparing average marriages between April and June with across the states and territories: Victoria recorded the largest percentage decrease in marriages at 65.1%. The Australian Capital Territory recorded the smallest percentage decrease at 42.7%.
10.
Affinity Map
11.
Affinity Map Insights Seeking mentorship in the industry is a way to get a foothold. Trust between photographers is very important. No marketing is needed after popularity is gained. Photographers are doing baby/family shoots during covid. Beginner photographers want to easily see their reach/metrics. Meetings with clients before the wedding day is important. Photographers start out as a hobby, turn it into a career. 12.
Empathy Map
THINKS
SAYS
The photographer thinks
They say that the
that the market is very
connection between the
saturated so they need
wedding couple and
to showcase higher
them is very important.
quality work.
Photographers
FEELS
DOES
Photographers feel that
Photographers network
the industry is very
with vendors to connect
competitive and
with clients.
communication (with couples) can be an obstacle.
Oliver's How Might We....? How might we make Oliver aware of a wedding inspiration platform and build his trust to join the platform?
06.
Empathy Map
Wedding Couple
THINKS
SAYS
Worried about the
The style of the
closure of businesses in
photographer and
the industry due to
connection is very
Covid.
important.
FEELS
DOES
Motivated to find the
Ask friends and family
right photographer that
for photographer
suits their unique needs
recomendations.
and can capture the special moments.
Ideation Workshops 3 Workshops were completed with photographers.
09.
MVP MVP
09.
Primary Objectives
Build a landing page that is more trustworthy, transparent and specific to photographers. Ensure easy navigation for photographers. Show what Wedora is at first visit to the website.
09.
Wedora website feedback Reviews from 8 Oliver's
09.
Colours tested well. Animation was fun to watch.
Unclear who the platform was for. Video would not be watched until copywrite explained what Wedora is. Nothing that tells them about costing. Not enough information.
Low Fidelity Prototype
Low-Fi Wireframes Tested with 5 Oliver's
09.
Clear it's a homepage. Simple layout was easy to navigate. Definitely an improvement on the Wedora page that already exists (layout)
Wanted to know the price. Incentives was vague and needed more information. Wanted something engaging in the top box.
Medium Fidelity Prototype
Med-Fi Wireframes Tested with 5 Oliver's
09.
Average 6.5/10 rating due to lack of colour
3/5 loved the testimonials. Easy navigation. 3/5 liked the easy layout. Clear what the platform is for. Feels like a trustworthy platform.
Felt like the colour was missing. Text in FAQ section needed further editing.
Creating High Fidelity Using the style guide for colours. Using images rather than animations. Finding relevant images to use in each section. Ensuring that the text is readable and understoood.
Hi-Fi Prototype Tested with 5 Oliver's.
Average 8/10 rating 09.
Oliver trusts this website. Colours were pleasing. The navigation was easy. There is enough information that Oliver feels informed but not bombarded with information.
The main picture could be improved. Oliver wants to see what inside the website will actually look like.
What is Oliver saying? "It's done a good job of getting me this far which is more than I can say for a lot of other websites" "The sign up's really easy. Everything you need is there" "It's got my curiosity, for sure" "This seems like a fairly new concept to the photography game"
"It sounds like a good idea!" "This gives you straight away all the information that you'd need to then make up your mind" "This picture at the top automatically grabs attention and the little dabs of colour really got me. The way I'm lead through the website, it's really good."
Objective 2
Come up with ideas and initiatives to help Wedora grow supply of photographers, vendors and works. Validate the viability of these incentives with Oliver and the potential partner companies.
Photography Competitions We looked into photography competitions, Oliver told us he has little to no interest in them.
Awards easily purchased and therefore lack credibility between Oliver and his peers.
Partnerships 10%
ASC distance education will offer a discount for group enrolments. (100 hour online course - $690 before discount.)
10-15%
Perth Photography: 5 or more students who sign up through Wedora.
Enrolments 1 2-3 4-5 6+
20% off 30% off 40% off 50% off
Australia College Team offering bulk discounts for their Diploma of Wedding Photography course. (Self-study for up to 12 months.)
Photography Workshops 12.5% - 15% Terry Rogan photography - Course provider Discounts that can be offered to Oliver.
10 or more bookings per month.
Wedora paying the wholesale price to the course operator.
Exclusive Discounts 100%
of Oliver's interviewed and user tested use Adobe for their editing. Wedora can offer greater discounts on the Adobe photography plan as an incentive.
Licences:
10
$10,3125 outright to offer $37/year saved.
14%
discount,
50
$49,704 outright to offer $74/year saved.
29%
discount,
SEO Strategy for Wedora Improve To Rank High Backlinks
Create organic traffic.
Videos & Alt Tags
Ensure all images are tagged.
Social Share Buttons
E.g. Twitter, Facebook, Pinterest, and Instagram.
Keyphrases
E.g. 'wedding dresses', 'how to start a photography business'
Meta Description
E.g. 'Wedora is a wedding inspiration platform that connects couples, photographers and other vendors..'
Post Production Insights showed that Oliver doesn't enjoy post-production. Outsourcing can be offered to him as an incentive to join Wedora.
10-15%
10%
Off all services
Clip Cut Out's discounted rates dependant on the volume of images.
Outsource Digital Solutions partnering with Wedora.
Wedora Growth Fly Wheel
Wedora Growth Fly Wheel Word of mouth (endorse Wedora to personal photography community) Wedora sponsored photography school partnerships (discounts) Sponsor digital event run by software company
Wedora Growth Fly Wheel Show improved metrics from photographers Customer testimonials (success stories)
Wedora Growth Fly Wheel Gear discounts Outsourcing options Supportive environment with other photographers and the Wedora team Provide more bookings for photographers Daily/weekly updates AI algorithms
Wedora Growth Fly Wheel Allow for more vendor types More partnerships with bigger companies (Adobe, Sony) Marketing campaigns (sponsored celebrity weddings and social media campaigns) User advocate
Wedora Growth Fly Wheel Strangers- Find out about Wedora Prospect- Get to know Wedora User- Joins and becomes satisfied with the service Advocates- Publicly support Wedora
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